Those of us who are a bit older remember how Steve Jobs use the words “one more thing” at the end of several opening speech to surprise us with something new that we didn’t expect. It’s a tradition that Tim Cook carried on, even if he only reserved it for special occasions.
If we listen to him, something very important will happen
Apple’s current CEO only uttered the words “One More Thing” in three very solemn moments:
- In 2014, when unveiled the original Apple Watch. The smartwatch has proven to be a product that has changed the way we monitor our health and stay fit.
- In 2015, when introduced Apple Music. It was the first subscription service that went with the intention of scratching a good chunk of the market. Today, Apple’s services division is the fastest growing in the world.
- In 2017, when iPhone X announced. It marked the beginning of the end of the Home button, the arrival of Face ID, and the basis for the modern generation of iPhones that still endures and will continue to endure with the iPhone 14.
One more thing…#AppleEvent
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History of the three “One more thing…” announcements from the Tim Cook era:
⌚️ 2014: Apple presents the Apple Watch in preview
🎵 2015: Apple introduces Apple Music
📱 2017: Apple announces the iPhone X pic.twitter.com/xHSYjTkNeI— Basic Apple Guy (@BasicAppleGuy) September 2, 2022
Three events somehow marked a before and after in the company. Moments when Cook saw fit to take up the words of the founder, “One More Thing”. After all these years, it is clear to us that do not use lightlybut perhaps we will soon see a new opportunity for us to listen to them.
Rumors suggest that in January we will see a opening speech unusualnail opening speech in which we will see a brand new product that could redefine an entire market. I’m talking about what we currently know as “Apple Glass”, or Apple Reality Pro” according to more recent leaks.
Augmented or virtual reality glasses represent the entry of a new market to disrupt it
Apple may take advantage of this event to present novelties in its services, a Mac… but the center of this event would be this virtual or augmented reality viewer and it fully deserves to be preceded by a ‘One More Thing ‘ who mark this moment as historic for the company
Why historical? Well, because a virtual and/or augmented reality headset is a brand new device for Apple, that means enter a market where they were not before to try to revolutionize it and so it’s a big bet. The iPhone changed smartphones, the Apple Watch changed smartwatches, and now this “Apple Reality Pro” can lay the groundwork for what virtual reality will look like in the future. Or it may fail miserably, who knows. That’s why I say it’s risky, and when Apple takes good risks, good things usually happen.
Steve Jobs would have used the words “One More Thing” more often, but I think Tim Cook’s tribute to them is more than correct by only using them at decisive moments. At the same time as it marks an important moment for him and for the company, pays tribute to its mentor and co-founder.